A new online docu-series and Discovery Channel special from Harley-Davison is inviting viewers to tag along on a life-changing journey across Canada with riders from India, Mexico and New Zealand. Harley-Davidson’s online documentary series Common Ground is also getting ready for primetime with a one hour special airing this Saturday on Discovery Channel. Harley-Davison is inviting viewers to tag along on a life-changing journey across Canada with riders from India, Mexico and New Zealand.
Called Common Ground, their epic journey celebrates 100 years of the historic Harley-Davidson brand in Canada – and the fact that Harley riders are as diverse as the country itself. Part foreign exchange and part road trip, the 3-part online series sees each of the three riders paired with a Canadian host that they’re meeting for the first time. Together, they venture off on a six-day exploration of the Great White North.
The series is being hosted online and has already revved up millions of views. Discovery Canada is also airing one-hour special of the documentary on its website and airing it on national TV this coming Saturday.
From the winding roads of the Maritime coast to the urban jungle of Toronto and the rugged mountain terrain of the Canadian West, the riders embark on a physical journey, but also an emotional one too, as they learn about each other and the common ground that connects them.
Common Ground is a co-production between award-winning Toronto-based agency Zulu Alpha Kilo’s content studio, zulubot, and Artifact Nonfiction out of New York.
To promote the series, Zulu also worked with renowned illustrator Adi Gilbert of 99seconds on stylized posters of riders on Harley bikes set against different Canadian landscapes. The posters became so sought after as works of art that people began tearing them down from construction barricades and other public displays to keep as collectors’ items.
The fact that the Discovery Channel is doing a special on our series shows that branded content can be entertaining, enlightening and cross borders (…) For 100 years, Harley-Davidson has had a strong Canadian history. The brand has also become diverse in its rider base, and so we knew that every rider that saw these stories would relate.
Chief Creative Officer and Founder at Zulu
Jay Owen, Marketing Director of Harley-Davidson Canada:
We wanted to tap into an inherent passion that every rider from around the world shared. Seeing what we have accomplished is a true testament to this brand and its 100 years in Canada, as well as its legacy around the world.
Client: Harley-Davidson Canada
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Allen Oke
Associate Creative Directors: Noel Fenn, Andrew Caie
Art Director: Brendan McMullen, Andrea Romanelli (print)
Writer: Jacob Pacey
Designer: Ryan Booth
Agency Producer: Pam Portsmouth, Kari Macknight Dearborn (print)
Account Team: David Tremblay, Kerry McKibbin, Lance Kowlessar, Alice Ko
Strategic Planner: Heidi Philip, Jamie Cuthbertson
Clients: Ignacio Isusi, Jay Owen, Vesa Mikkola, Marco DiGiantomasso
Media Agency: Team Ignite
Media Agency Planner: Brian Gault, Jamie Camden
Production House: Artifact Nonfiction/zulubot
Director: David Grabias
Production House Producer: Bryce Brentlinger Anne Edgar
Director of Photography: John Tran
Video Post Facility / Editing Company: zulubot
Editor: Jay Baker, Micah Rix-Hayes, Rod Christie
Compositor / Online: RedLab
Colourist: Jason Zukowski
Audio Post Facility/Music House: RedLab
Audio Director: Sonny Keyes
Producer: Jodie Moore
Engineer: Sonny Keyes
Illustrator: Adi Gilbert – 99 Seconds
Digital Imaging: Brandon Dyson, Jim Tinios
Mac Artist: Greg Heptinstall; Brandon Dyson